For numerous drivers of the new age, it is often the case that they find daily needs that are yet to be satisfied by existing automobile accessory solutions.

A 30-year automobile accessory provider in Taiwan rose to solve these unmet needs with an idea for a new brand, bringing about a series of quality products to solve previously unaddressed problems. Through conducting in-depth interviews with car-owners, passengers and professional drivers in realizing user pain points, the team had truly adopted a user-oriented product philosophy with identified elements ranging from a sense of smell, efficient storage, to mobile lifestyles.

With the website serving as the primary touch point for customers during the new founding phase, the brand’s focus was to emphasize user pain points by illustrating relatable scenarios and powerful product capabilities. With user experience being the foremost concern, problem-solving through innovation was a key concept in the overall web design.

ServicesWeb DesignClientCar Accessories CompanyGenresInterior Car AccessoriesYear2018


One of the brand’s key focuses was to rid themselves from the rigid product development mindset and instead focus on user experience innovations that truly solve driver problems.

Another thing is to directly address the unmet customer demands from traditional automobile accessory outlets.

However, as creative consultants, we need to consider the below criteria in the first place:

1. Being the primary touch point for potential customers, what is the defining role of the brand website?

2. How should the key messages be communicated to the visitors?



Internal Interview




Sitemap & Wireframe


Brand Guideline


UI Design


Website Building

Design Thinking Workshop

A problem-solving afternoon with the decision makers from the clients, product designers, market researchers, marketing directors, and graphic designers.

Scope & Define

Agenda: potential market demand study, consumer insight, deep understanding of current inadequacies and motives of automobile accessories, brand values, brand naming, marketing strategy options, product bundle options, product design, supply chain partner searching, packaging design.

My role in the workshop was to determine the exact visual style and user experience to be featured on the website. Starting with putting together elements on Moodboard, a 100-200-piece collection of visual styles gone over during the workshop with participants imagining the potential issues encountered within a modern-day driver’s seat.

Product demands and target customer demographics are gradually identified in labels such as gentlemanly, tech-savvy, young academics, to family friendliness. The possible roles and demands of drivers and passengers are taken to consideration in each and every scenario.

All scenarios were fully fleshed out after the workshop: down to the expressions, apparel, relations between passengers and the driver, possible surroundings, car interiors, and even to the possible destinations of the trip. All details were cataloged for further development of the brand’s visual directions.

Consumer Positioning

Drivers who believe in the quality of life, who sees the automobile as more than just a vehicle, but a decided choice of life. The brand is for those drivers who find actual enjoyment in driving despite the rapid toil of modern lives.

With a new brand and corresponding new products, the entire brand experience must be developed around a central product focus. The focus is towards a delightful driver experience, surrounded by quality-design auto products, with a tendency towards young yuppie males with a sophisticated sense of style.

Web Director

My role: Created Site-Map, Wireframes, Web UI Design, Website Building

What’s the brand web’s role during the founding phase?

Our research insights identified key unmet demands such as efficient storage, interior sense of smell, and mobile device support among consumer mindsets. Based on these findings, not only were entire product lines formed to address these segments, but also influenced overall direction with the layout and user flow of the official website.

Pairing together the needs of the client and the customers, the website incorporates a diverse range of driver and product scenarios in which its products excel at, forming an online shopping platform that promotes the core belief of enjoyable driver experience.

Sitemap & Wireframes Development

Web Design of Car Accessories Brand

Communicating product functions and brand values through images

Products that solve your problems: other than communicating product capabilities with images, emphasis on driver pain points were also addressed. Great visual examples include: driving single-handedly, different options for air-conditioning vent designs.

A full range of imagery featuring product scenarios can be seen on the homepage. Elements including lifestyles of product users, stylish product shots, and usability scenarios that encourage viewers to visualize and project their desires towards an optimized driver experience. The ideal next step would be to click on ‘more’ for product specifications or simply ‘add to cart.’

Communication Flow

To feel the brand through its products: brand awareness in the field of automobile accessories never was a true focus for the industry’s customers, resulting in a subpar presence of brands loyalty.

Most purchases are still driven by practicality and appeal to appearances. Instead of overtly featuring brand values on the landing page as with most newly established brands, we chose first and foremost for the products to speak for themselves. Brand introductions and the usual ‘about us’ features are only shown once click upon.

Unique strengths of the team highlighted on the ‘about us’ pages − direct involvement from product design to development, proud ‘Made in Taiwan’ displays, strengthening the sense of customer trust, all elements lead to favorable impressions upon the products, and subsequently an ultimate interest with the brand itself.

Brand Visual Guideline

Defining the Optimal User Scenario:

As with all new brands and product lines, a clear defining style must be established before it can be grown. Brand values such as – dive into the delight of driving, exquisite designs, young yuppie, male-oriented, and a playful yet fashionable sense of style.

These are the core pillars identified in a thorough analysis combining user interviews and potential market researches. The team directs all branding and design efforts based on these key findings, all the way into expanding the brand experience.

Brand Identity Guidelines Compelling

Setting down key items such as visual style, UI assets, typography, use cases of the logo, color palette, looks and feel, packaging design guidelines.